“We just need social media. Can you do that for us?”
If I had a nickel every time a prospect opened with that, let’s just say I’d be walking around with noisy pockets.
Social Media Marketing Works. But Not for Everyone
Social media can be a great solution. It works well for brands that already have name recognition, a loyal audience, and consistent content, like Marcado 28, which we support through a social-media-only partnership. It works because social media fits their goals, their audience is already paying attention, and brand ambassadors already have large social media reach.
But here’s the thing: not every business is in the same place or needs the same solution.
For many financial firms, healthcare providers, and nonprofits, social media may not always be the smartest starting point, especially if you’re starting from scratch.
Case in point:
We recently spoke with a cutting-edge clinic focused on cognitive health and performance. They came to us seeking social media support to help raise awareness and bring in new patients. Straightforward ask, right?
After digging in, we realized a few things:
- They had no existing social media presence
- Their budget was tight and needed to be used efficiently (very proof-of-ROI people, we get it!)
- Their audience (patients and caregivers) was more likely to research treatments through search engines and online communities, not through Reels or Stories
So we had a conversation that surprised them:
“Social media isn’t the most effective place to start.”
We Recommended a Different Marketing Strategy Instead
We’re not in the business of saying “yes” just to close a deal. We’re here to recommend what works, even if it’s not what you asked for.
Here’s the fully integrated marketing strategy we proposed instead (and why):
1. Website Optimization for AI and Zero-Click Search
More than 70% of people now use Google and AI tools to find answers to health-related questions before ever talking to a provider. Potential patients are Googling symptoms, reading research, and asking questions in AI chat tools.
Because of that, we suggested optimizing their website to:
- Match common symptom-based queries (think: “natural treatments for PTSD” or “non-invasive brain therapy near me”)
- Provide clear, trustworthy explanations of therapy and outcomes
- Improve readability and structure to boost visibility in zero-click search results
Psst – we have a new guide that can help you navigate “Answer Engine Optimization” on your own. Download it here.
2. Local SEO
Patients searching for emerging treatments often look locally. So we recommended a local SEO strategy to:
- Rank for “brain performance clinics in [their service area]” and condition-specific local terms
- Optimize their Google Business Profile
- Earn backlinks and citations from credible health directories and partners
3. Strategic Partnership Outreach
Instead of spending time and money on building a social following from scratch, we pitched focusing on building credibility and reach through:
- Referrals from other medical professionals
- Collaborations with wellness clinics and neuropsychologists
- Sharing insights and research in trusted health publications and local media outlet
Final Takeaway: Strategy First, Tactics Second
The lesson? Social media isn’t bad. It can and does work for many businesses, including many of our clients. However, you need to meet people where they’re actively looking for your specific solutions. And that often starts with search, not scroll.
No Matter Your Industry, You Deserve a Partner Who Pushes Back (For the Right Reasons)
Whether you’re in healthcare, emergency services, or financial services, a good marketing partner doesn’t just say yes to every request.
They dig into your goals, challenge assumptions, and recommend the path that will positively impact your business.
Even if it’s not the one you had in mind.
If you’re ready for that kind of partnership, we’re ready to talk. Share your goals with us today.
